Salesforce Marketing Cloud Consultant Exam Summer 2017

E. How often will email content be image-only with text overlaying images?

An online retail customer needs daily promotional email content to generate with minimal time spent on creation. Their service contract includes building a custom dynamic template for this purpose. The customer has communicated the following:

• The email content will highlight new inventory each day.
• A small team will run both their digital marketing operations and their email program.
• A user needs to build, test, and send a daily email in less than an hour.
• Images for the emails will be hosted on their website CMS.

Which question is relevant to identify strategies for designing the custom template for the customer’s daily promotional email? Choose 3 answers

A. How often will the layout of the content in a content area change?
B. What is the maximum file size of the images being used?
C. What From Name will be used for these emails?
D. Will image URLs be available publicly?
E. How often will email content be image-only with text overlaying images?

A. Should customers exit the journey when the goal is met?

B. How are subscribers identified in your web analytics?

E. Should a single customer exist in multiple journeys at the same time?

A retail company needs to create journeys that will target subscribers based on website behavior. They have identified 3 separate groups:

• Customers who searched for an item on their website.
• Customers who abandoned a cart on their website.
• Customers who made a purchase on their website.

What should the consultant ask in order to design the data structure for this solution? Choose 3 answers

A. Should customers exit the journey when the goal is met?
B. How are subscribers identified in your web analytics?
C. How many messages should be included in each journey?
D. How long after the behavior occurs will a subscriber need to enter a journey?
E. Should a single customer exist in multiple journeys at the same time?

A. Use a web-safe font for text that closely matches the brand’s custom font.

As part of their brand guidelines, Northern Trail Outfitters (NTO) uses a custom brand font for all print marketing materials. NTO wants to use their custom brand font in email as well.

What is the recommended best practice for font usage in email?

A. Use a web-safe font for text that closely matches the brand’s custom font.
B. Build an email as one image, with all text saved in the brand font.
C. Edit an email’s HTML to list the custom brand font in the style tag’s font-family property.
D. Build an email using multiple images, with all text saved in the brand font.

A. How will Marketing Cloud and the database sync up?

C. What will be used as Subscriber Key?

E. Will the company need a custom preference center?

A retail company’s database of record resides at a 3rd-party company that also keeps track of purchase history.
That database only updates once a day where new records can be created and merged.
The database uses an “Email ID,” which is a numeric field that represents both the business unit and email address.

The company now wants to be able to send real-time Welcome emails to people (newly registered website users) who provide their email address in exchange for getting 10% off their first order, and ensure this send is connected to “Email ID” in the database.

What key issue should be addressed?
Choose 3 answers

A. How will Marketing Cloud and the database sync up?
B. Will new users have an “Email ID”?
C. What will be used as Subscriber Key?
D. What publication lists will be used?
E. Will the company need a custom preference center?

B. Increase the use of dynamic content in emails.

C. Adopt a Cart Abandonment Email Campaign.

Northern Trail Outfitters is noticing a gradual decline in the percentage of conversions per emails sent in their digital marketing campaign. A new initiative is being adopted to reverse the trend

What action should be taken to increase subscriber engagement?
Choose 2 answers

A. Increase volume of emails to a wider audience.
B. Increase the use of dynamic content in emails.
C. Adopt a Cart Abandonment Email Campaign.
D. Introduce more identity verification steps in check out process.

B. Is the purpose of these emails for acquisition or retention or transactional?
–> different opt-in

A retail company does business in both the United States and Canada. They also have a loyalty program in which a customer can enroll. The company will provide a pre-segmented customer file, per campaign, which has a “Version” data field indicating the type of email the customer is to receive.

What question should be asked to determine a data/segmentation strategy?
Choose 2 answers

A. Will customers be able to sign up for the loyalty program at the store?
B. Is the purpose of these emails for acquisition or retention or transactional?
C. Will multiple languages be used, with a “From Name” lookup table needed?
D. Will version values/meanings change, precluding reusable AMPscript?

A. Publication Lists

A customer is interested in designing a solution to ensure that subscribers only receive categories of emails that they want to receive. The built-in subscription center will be used as part of the solution.

A financial services customer states that families often share email addresses across multiple checking, savings, loan, and credit accounts. The customer needs to allow individual accounts to use the same email address in Marketing Cloud but maintain separate subscriber attributes.

Which component should be discussed with the customer to allow for this use case?

A. Subscriber Key
B. Contact ID
C. Member Record
D. Data Extensions

A. AMPscript
–> All of these use cases can be done with AMPScript

A customer team wants to retarget subscribers who click on links of key items promoted across email campaigns. The customer has indicated the following:

• Emails will be built using a custom dynamic template for these messages.
• Links will vary over time and across campaigns.
• Click activity will be cross-referenced with subscribers’ regional markets on a master subscriber data extension.
• Retargeting messages will dynamically populate content based on regional market.

In order for this solution to be viable, which skill set does the customer team need to possess?

A. AMPscript
B. SSJS
C. SQL
D. HTML

D. Data extensions are necessary for Contact Builder

During discovery, the customer outlines data requirements and the anticipated use of Marketing Cloud with the following criteria:

• Customer data will be fully refreshed every night via Import activity from the customer’s data warehouse.
• Contact records will be augmented by relational data tables via Contact Builder.
• The customer data file will contain 5M records with 40+ attributes.
• One attribute will house HTML code, 1000 characters max, that will be used to populate Account Access content areas in emails.
• A customer ID will be used as the unique identifier for each contact.

• A need to send renewal reminders to customers whose subscriptions expire in 15 days and 7 days.
• A campaign needs to be created and managed by a general marketing user who will not have administrative rights and who is not technical.
• The customer’s expiration date is included in the data file.

What component should the customer’s solution include?
Choose 3 answers

Northern Trail Outfitters (NTO) wants to extract an encrypted list of subscribers from an external system and add them to their Subscriber List on a weekly basis. The administration team would like to adopt Automation activities to accomplish this goal.

Which of the following diagrams accurately depicts this data flow?

A) Campaign Email Tracking Report

Analyst of The Northern Trail Outfitters (NTO) marketing team needs to pull email metrics for an upcoming quarterly company meeting. These metrics need to be reported per email campaign for each of NTO’s Business Units:

Northern Trail Outfitters (NTO) wants to better understand subscriber behavior on their website upon arrival via an email message. A local member of a Marketing Cloud user group mentioned the Web Analytics Connector.

Which benefit is offered by installing the Web Analytics Connector in a Marketing Cloud account?
Choose 3 answers

A. Use the web analytics platform to trigger behavioral remarketing emails.
B. Track web activity from a click on an email URL back to a specific email campaign.
C. Pass web conversion data back into Marketing Cloud for use in email reporting.
D. Recognize web traffic as originating from email instead of another channel.
E. Match subscribers to web activity by passing Subscriber ID through email links.

A) Configure a relational data structure using Data Extensions and consult with the customer on API integration with their website

— Lists wont work because of Journey,
— API due to dev resources. API call from Website can Insert a new record in sendable DE and that can be used as the entry Audience for the journey.

A customer wants to integrate their website with Marketing Cloud so that users can update their marketing communication preferences. The customer has in-house web development resources available and is interested in leveraging tools such as Journey Builder in the future.

What solution should the consultant propose, given the customer’s requirements and available resources?

A) Configure a relational data structure using Data Extensions and consult with the customer on API integration with their website.
B) Configure a data structure using Lists and leverage a SmartCapture form that the client can iFrame into their website.
C) Configure a relational data structure using Data Extensions and leverage a SmartCapture form that is hosted in Landing Pages.
D. Configure a data structure using Lists and leverage the out-of-the-box Preference Center.

B. Utilize data extension AMPScript lookups to dynamically populate the from name and from email values

D. Populate substitution strings in the sender profile for the profile attributes containing from name and from email values

Northern Trail Outfitters (NTO) wants its monthly distributor newsletter email to appear to be sent on behalf of the subscriber’s account representative without segmenting the audience by sales representative.

How should this distributor-specific sender profile be configured in the Marketing Cloud?
Choose 2 answers

A. Pick “Choose from list,” selecting the from name and from email values from the list of account users.
B. Utilize data extension AMPScript lookups to dynamically populate the from name and from email values.
C. Match the external keys of the sender profile and data extension containing account representative details.
D. Populate substitution strings in the sender profile for the profile attributes containing from name and from email values.

A. IP ramp-up takes four to six weeks to be able to fully send to all 3 million customers.

C. IP ramp-up is important to establish a positive sender reputation.

A large retail company has selected Marketing Cloud and has asked to be fully migrated from their existing platform in three weeks. They have communicated the following:

• They currently have 3 million customers.
• They email customers twice a week with no known deliverability issues.
• Their contract includes one Sender Authentication Package (SAP).

What response articulates proper IP warming?
Choose 2 answers

A. IP ramp-up takes four to six weeks to be able to fully send to all 3 million customers.
B. IP ramp-up can be accelerated by migrating to pre-warmed IP addresses.
C. IP ramp-up is important to establish a positive sender reputation.
D. IP ramp-up can be bypassed, given their historical lack of deliverability issues.

A. Check the Scope by User box in Marketing Cloud

A consultant is configuring Marketing Cloud Connect in Marketing Cloud. The customer requires that integrated users only have access to Sales Cloud data visible to them in their Salesforce account.

How would the consultant ensure that this requirement is met?

A. Check the Scope by User box in Marketing Cloud.
B. Create a User in Sales Cloud with a System Administrator Profile.
C. Ensure that the User has the correct profile in Marketing Cloud.
D. Ensure that the User is assigned as System Administrator in Sales Cloud.

Using best practices, how should a consultant create and assign roles for NTO?

A. Create a custom Email Specialist role with needed permissions and assign it to the Email Specialists.
B. Alter the roles of Content Creator and Data Manager by denying permissions and then assign the roles to the ‘ Email Specialists.
C. Check “Allow” automation permissions for the Content Creator Role and assign it to the Business Units.
D. Check “Allow” automation permissions for the Content Creator Role and assign it to the Email Specialists

B) Data Manager

Northern Trail Outfitters (NTO) needs to provide an IT staff member with access to Marketing Cloud. The staff member needs to perform the following tasks:

B. Localized language and display options based on location and culture.

Catch: *Multiple BU’s (Not 5 BU’s) for Five International offices*.
C – Tracking info report will be sent for each BU and not each Office.
D: This also will be for each BU and not each office.

A customer plans to configure multiple business units (BU) to support the digital marketing efforts of five international offices.

Which reason warrants this implementation?

A. Support non-English responses with Reply Mail Management.
B. Localized language and display options based on location and culture.
C. Tracking information for campaigns sent by each office.
D. Localized physical mailing address displayed in the default email footer

C. Business Units can mirror an organization’s operational structure.

D. Business Units can share information with other Business Units.

Northern Trail Outfitters (NTO) has doubled in size over the last couple of years. Because of this growth they have decided to organize their company into Business Units to better manage operations.

Which statement is correct regarding the Business Unit functionality within Marketing Cloud?
Choose 2 answers

A. Business Units can have more than one parent Business Unit.
B. Subscribers can only appear in one Business Unit.
C. Business Units can mirror an organization’s operational structure.
D. Business Units can share information with other Business Units.

A) Confirm that Reply Mail Management (RMM) is configured for the customer’s account.

B) Confirm that the RMM setting ‘Unsubscribe Manual Requests’ is set to YES.

D) Confirm that an email address was provided as the Routing Address for Remaining Replies.

A subscriber asked to be removed from a customer’s email list multiple times by replying directly to the customer’s marketing message, but continues to receive emails.

Which steps will solve how replies are managed by the application?
Choose 3 answers

A) Confirm that Reply Mail Management (RMM) is configured for the customer’s account.
B) Confirm that the RMM setting ‘Unsubscribe Manual Requests’ is set to YES.
C) Confirm that the RMM setting ‘Delete auto-replies and out-of-office replies’ is set to NO.
D) Confirm that an email address was provided as the Routing Address for Remaining Replies.
E) Confirm that the subscriber’s request contained one of the standard terms that qualify for automatic unsubscribe.

C. The private domain, e-EO.com, will be used for all link wrapping, image URLs, and landing page URLs.

D. The e-EO.com domain will act as the from address for the emails and authenticate using SPF, SenderID, and DKIM authentication.

To fuel their expansion, Northern Trail Outfitters (NTO) recently acquired Eagle Outfitters (EO). There is currently a 30 percent overlap between the guests of each brand and they will be pursuing cross-marketing opportunities. It was recommended that their Marketing Cloud account now include a separate business unit for EO and the company secure a new sender authentication package for EO using the private domain e-EO.com.

Select the statement that correctly describes the implication of this recommendation.
Choose 2 answers

A. The IP address included in the sender authentication package will have the same reputation as the ones being used for NTO.
B. The EO business unit can also have the NTO authentication package applied simultaneously for cross-marketing emails.
C. The private domain, e-EO.com, will be used for all link wrapping, image URLs, and landing page URLs.
D. The e-EO.com domain will act as the from address for the emails and authenticate using SPF, SenderlD, and DKIM authentication.
E. The email headers for EO will still reflect the private domain for NTO since that is the parent company.

The customer has these requirements for storing engagement data in their data warehouse:

• All email open and click activity must be pulled daily from the Marketing Cloud.
• Output files must meet the specific requirements for the data warehouse.
• All the activity must be provided via FTP in one file.

A daily deal website is concerned with their sender reputation and needs consistent visibility into subscribers who report their email as spam.

How can they determine which subscribers reported their email as spam so they can flag those records in their customer service database?

A. An automation that queries the Complaint data view.
B. An automation that generates the Unsubscribe Event Extract.
C. An automation that queries the Unsubscribe data view.
D. An automation that generates the Complaint Tracking Extract.

A. Can be accessed via Query activities

C. Can be stored for a set period of time

E. Can be included in measures and filters

What is a correct statement about Send Log data?
Choose 3 answers

A. Can be accessed via Query activities.
B. Can be incorporated into standard reports.
C. Can be stored for a set period of time.
D. Can be added to a standard data view.
E. Can be included in measures and filters.

C. Publication Lists

Which data object should be used in conjunction with data extensions to create an opt- down strategy for customers?

C. Settings to define when a data extension or the data within the data extension is deleted.

What are data extension data retention policies?

A. Settings to “soft” delete all data in a Data Extension so there is no data loss.
B. Settings to control when a data extension creates a back-up of the data it contains.
C. Settings to define when a data extension or the data within the data extension is deleted.
D. Settings to prevent users from deleting a Data Extension created by another user.

B. Decimal

A customer would like to store financial data related to invoicing in its data extensions.

A consultant needs to send an email to subscribers who have made a purchase. The data used for the send exists on two data extensions–Subscribers and OrderTable, and the customer would like to include key information from both tables, such as:

A) Import the file to a data extension, using the ‘add and update’ method

A customer provides a file containing only new and updated subscriber records exported from its marketing database.

• The file will be uploaded to the customer’s Enhanced FTP automatically at 3AM daily.
• The customer requires that the import completes prior to 4AM.
• On average, the file will contain about 2 million rows of data each day.

Based on the customer’s requirements and recommended best practices, how should the daily file be imported?

A) Import the file to a data extension, using the ‘add and update’ method.
B) Import the file to a list, using the ‘update only’ method.
C) Import the file to a list, using the ‘add and update’ method.
D) Import the file to a data extension, using the ‘overwrite’ method.

B. They will need to integrate with the Marketing Cloud SOAP API

Catch: Email is sent to Marketing Cloud customer/subscriber from a 3rd party system. This has to be done via an API call to SFMC system.

Subscribers are collected on a customer’s website whose subscription database of record is Salesforce Marketing Cloud. The customer sends up to 5 emails per week based on subscriber activity.
The list is:
• Compiled in a database in the website Content Management System (CMS).
• Imported into Marketing Cloud nightly at 11 p.m.

What action should be taken if a third party is sending a message for the customer outside of the Marketing Cloud?

A. Engagement metrics will be passed into Marketing Cloud.
B. They will need to integrate with the Marketing Cloud SOAP API.
C. Unsubscribes should be synchronized between senders.
D. The third-party send list should be pulled from the CMS

A. A database of record is a centralized storage repository of data about objects or people.

D. A database of record is a system in which a subscriber’s status is maintained

What is a correct statement about a database of record? Choose 2 answers

A. A database of record is a centralized storage repository of data about objects or people.
B. A database of record is any database containing subscriber data.
C. A database of record is a data structure in which multiple opt-in statuses can be stored for a subscriber.
D. A database of record is a system in which a subscriber’s status is maintained

A bank wants to send out a series of emails to new customers that open a checking or savings account. The emails will be used to educate and inform customers regarding their current account and other bank offerings

• Data for the campaign will be in two data extensions: Customer and New Accounts
• The Customer data extension is currently used for multiple campaigns and is updated at 1:00 a.m.
• The New Accounts data is encrypted and will be placed on the FTP at 10:00 p.m.

A company collects subscriptions on its website. It does the following:

• Compiles that subscription list in a database in the website Content Management System (CMS).
• Posts this encrypted list to Marketing Cloud nightly at 11 p.m.
• Uses Marketing Cloud as the database of record.
• Sends up to five emails a week based on subscriber engagement with prior sends.

Which automation sequence (excluding waits) should cover these requirements?

A customer is collecting data from a Smart Capture form that stores submissions in a data extension. The customer wants an email sent to the marketing manager each morning that contains the previous day’s submissions as a CSV attachment. Assuming that the customer has the attachments feature enabled.

D. Create a triggered automation that includes an import activity and user-initiated send.

A customer wants to automate the send of a monthly promotional email. The customer will upload an audience file to their account’s Enhanced FTP on a monthly basis on the 15th day of each month, expecting the email to be deployed upon completion of the import activity. However, if the 15th of the month falls on a Saturday or Sunday, the customer will provide the file on the Friday prior to the 15th and expect the promotional email to be sent on that Friday.

Given the customer’s requirements, which method should be used to automate their monthly promotional email?

A. Create a triggered automation that includes an import activity and triggered send.
B. Create a scheduled daily automation that includes an import activity and user-initiated send.
C. Create a scheduled monthly automation that includes an import activity and triggered send.
D. Create a triggered automation that includes an import activity and user-initiated send.

D. User-Initiated Send
–> can be sent manually now and automated later

A customer would like to send a quarterly re-engagement email to subscribers who have not opened in the previous three months. The customer’s plans are to:

• Use an existing Paste HTML email for the first send.
• Make only minor changes to the email created for first send.
• Use an existing Measure to build the subscriber audience for current and future sends.
• Deploy emails manually for now, but possibly automate in the future.

A customer wants to display a subscriber’s first name and the date of send in its monthly newsletter. Subscriber first name data is stored in a data extension that will not be used in the send definition.

A customer has several values that need to be used in the body of an email send:

• The data would be stored in a reference data extension, related on SubscriberKey.
• There may be one or more records for each subscriber.
• The audience is generally over 1 million subscribers.
• The content is time sensitive and should be sent as quickly as possible.
• The customer is not using “catch and release” sending.
• The reference data extension contains 25 columns.

A. Tracking aliases are found in Tracking and some standard reports.
B. Tracking aliases are associated with a URL in HTML as: tag=”alias text”.
C. Tracking aliases can differentiate click activity in an email to the same URL.
D. Tracking aliases are primarily relevant when used with email conversion tracking.

B. The target destination can be a DE, list, or All Contacts for Mobile Push or Connect.
D. In order to use Map by Header Row, the fields in the DE and file must match exactly.

What is a capability of the Import within Contact Builder? Choose 2 answers

A. The data source can be a local file, data filter, or file on any FTP.
B. The target destination can be a DE, list, or All Contacts for Mobile Push or Connect.
C. Like the Import Wizard, the Contact Builder import definition can be executed without saving.
D. In order to use Map by Header Row, the fields in the DE and file must match exactly.

D. Add all email address fields into the Contact Configuration screen in the correct order

When more than one subscriber email address field is created within Contact Builder, what action tells the platform which email address to prioritize in the Email application?

A. Create a new Attribute Group referencing all email address fields in Data Designer.
B. Create a new Import to populate subscriber email addresses into All Subscribers.
C. Add all email address fields into the Mobile Application and Predictive Intelligence Applications.
D. Add all email address fields into the Contact Configuration screen in the correct order

C. Combine each individual’s channel contact information under one record.

D. Use Marketing Cloud Connect to include data from Sales Cloud.

Explanation:
Idea is to increase the scope of customer information. This can be done by combining individual channel contact informations.

Northern Trail Outfitters (NTO) plans to use Contact Builder to increase the scope of customer information they can see in an effort to establish more effective 1:1 relationships. NTO has a separate instance of Salesforce Sales Cloud that serves as their current customer master database.

What action should be taken when using Contact Builder? Choose 2 answers

A. Conduct manual imports of customer information from Sales Cloud.
B. Create a data extension to incorporate the imported data from a Salesforce Dashboard.
C. Combine each individual’s channel contact information under one record.
D. Use Marketing Cloud Connect to include data from Sales Cloud.

B. Database of record other than All Subscribers

Important Point: Use as Root functionality is now available as *Populations*

When joining a data extension in Contact Builder, in which scenario should a consultant mark the Use as Root checkbox?

A. Supplemental data for an interaction in Journey Builder.
B. Database of record other than All Subscribers.
C. One-to- Many Relationship to the Contact Record.
D. Data for both Email and MobileConnect sends.

Supposedly B

D should not be as 1:1 bet order and customer should not be correct all the time.

A customer has three data extensions that need to be added to Contact Builder

A. They can contain only one data extension.
B. They can be created by templates to accomplish certain tasks.
C. They link data extensions to other data extensions or contacts.
D. They replicate the structure from the external system data into templates.

B. Automation Studio allows users to inject Contacts from a data extension into an interaction in Journey Builder

C. Like Journey Builder, Automation Studio allows users to define the parameters for a send within the tool

Which statement IS correct regarding the automation tools in the Marketing Cloud?
Choose 3 answers

A. Automation Studio and Journey Builder allow users to define a wait state based on duration or duration + time.
B. Automation Studio allows users to inject Contacts from a data extension into an interaction in Journey Builder.
C. Like Journey Builder, Automation Studio allows users to define the parameters for a send within the tool.
D. Journey Builder allows users to update a contact record in an interaction or import data into a data extension.
E. Like Automation Studio, Journey Builder allows users to repeat an interaction indefinitely

A customer wants to automate the process of sending a series of welcome emails based on the Subscriber’s data. Emails should be sent weekly for up to five weeks. If a subscriber makes a purchase, they should stop receiving welcome emails. A Boolean flag should be set in the data extension if the subscriber makes it through the welcome series.

A customer wants to create a journey with the goal of making users activate their accounts
within 72 h of registration. New account registrations are stored in a data extension via an API call with a Boolean field indicating whether the subscriber has activated their account. The journey should send activation reminder emails 24 and 48 h after creating an account. The user exits the journey if they activate their account.

B. Make sure the contact is above the High Water Mark on the source data

A user receives a message stating that there is an error binding data bound member when testing an Entry Event in Journey Builder.

What can a user do to ensure that contacts enter this interaction successfully based on the error message?
Choose 2 answers

A. Select a source DE with a root relationship to the contact.
B. Make sure the contact is above the High Water Mark on the source data.
C. Import new subscribers to the All Subscribers table.
D. Fire the event in both Automation Studio and the Entry Event.

A. The interaction allows re-entry only after exiting, and the contact already exists

A. The interaction allows re-entry only after exiting, and the contact already exists.
B. The contact falls below the High Water Mark.
C. The interaction has an A/B/n split, and the contact does not meet the criteria.
D. The entry event was not fired via Automation Studio.
E. The contact did not meet the entry criteria.

use a marketing cloud data extension

How do you use data designer to link the web analytics data to your subscriber data?

NTO has scenario of a journey for “post-purchasing communication”: which re-entry setting is correct?

A) no reentry
B) reentry anytime
C) reentry only after exiting
D) reentry after time

B: Send email activity which contains a link to subscription center

D: SmartCapture

Customer Event:
– gather data through a tablet-based webform as part of a raffle into a data extension.
– Winner is randomly selected.
– After the event, an email should be sent to the participants to gather opt ins for marketing emails.